In the increasingly crowded supplement market where efficacy is a baseline expectation, brands must now innovate on flavor, format, and consumer experience to truly stand out. XO Fitness, a prominent supplement and electrolyte brand, has made a significant strategic move to address this challenge by appointing Andy Briggs as its new New Product Development (NPD) Manager. This key hire is poised to be the driving force behind the company’s core “flavor-first, no-nonsense” philosophy, spearheading an innovation strategy designed to fuel its next major growth phase. The appointment signals a clear intent to double down on creating products that not only perform but also delight consumers, a critical differentiator in today’s competitive landscape. Briggs will be tasked with translating this vision into a tangible product pipeline, ensuring that every new offering embodies the brand’s commitment to clean, function-first, and independently tested ingredients without compromising on taste.
Strategic Expertise for a Differentiated Pipeline
Andy Briggs brings a wealth of directly relevant experience from his tenure at MyProtein, a leading UK sports nutrition brand, where he cultivated a consumer-led and commercially focused approach to product creation. His proven ability to develop products that resonate with market trends and consumer demands is directly aligned with XO Fitness’s strategic focus on building a differentiated product pipeline. This background provides him with the critical expertise needed to navigate the complexities of formulation, sourcing, and market positioning. Furthermore, Briggs’s personal experience as a semi-professional soccer player offers a unique and invaluable perspective. He possesses an intrinsic understanding of the “everyday athlete,” a core target demographic for the brand, enabling him to connect with consumers on an authentic level. This blend of professional acumen and personal passion positions him perfectly to lead the charge in creating supplements that support an active, balanced lifestyle while appealing to the practical needs of a broad athletic audience.
Charting the Course for Future Growth
The appointment of Andy Briggs represented a pivotal step in XO Fitness’s strategy to disrupt the supplement market through 2026 and beyond. As NPD Manager, his mandate was to oversee the entire innovation cycle, collaborating closely with suppliers and internal teams to ensure every product, from initial concept to market launch, perfectly embodied the brand’s distinct values. This involved expanding upon the company’s already successful hydration lines with great-tasting, everyday formulations designed for consistent use. Moreover, a key part of the forward-looking strategy involved venturing into alternative formats, building on the commercial success of products like its creatine gummies and chewables. The overarching objective was to broaden the company’s offerings to support performance within a holistic, active lifestyle, moving beyond niche athletic circles to appeal to a wider consumer base seeking both function and enjoyment from their supplements. This strategic hire ultimately solidified the company’s commitment to flavor-led innovation as its primary engine for future expansion.
